企業因應科技改變的營運模式創新：以雄獅旅行社為例

Corporate Business Model Innovation for Technological Change: The Case of Lion Travel

張于庭(Yu-Ting Chang)

指導教授 ： 曾芳美

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2012年)

摘要

時代的變遷與資訊科技的快速發展造成各產業不同程度上的衝擊，加上網際網路與電子商務的蓬勃興起，對旅遊業來說，傳統的經營模式已無法解決其所遭遇到的各種疑難困境，因此，如何因應外在環境變遷的機會與運用企業內部優勢開展創新營運模式，將顧客價值發揮最大化，提升企業獲利則愈來愈重要。
過去研究在營運模式創新的部分比較沒有建立一個完整的系統性邏輯分析架構，所以本研究以營運模式理論為基礎，採用Osterwalder提出的營運模式做為研究架構，探討企業進行營運模式創新的轉化及系統性的流程。
本研究採質性研究，以雄獅旅行社為個案，利用深度訪談與文件分析蒐集資料，對營運模式的階段性改變過程及重要因素做一系列完整的研究。研究結果發現該公司持續對原有之營運模式做創新，主要分資訊化、Web 1.0與Web 2.0三大階段，且這三階段在創新的流程上有一個相同的系統性邏輯架構，最後提出相關建議以供業界及未來後續研究上做發展。

關鍵字

營運模式 ； 創新 ； 旅行社

並列摘要

The changes of the time and rapid developments of information technology have made various impacts on all sorts of industries, which, coupled with the newly emergent Internet and e-Commerce, makes the traditional business model insufficient for tourism industry to handle all difficulties and challenges. Therefore, it has become even more important to respond to the changes of the circumstances and open up new business models with the internal advantages of a firm, so as to maximize the value of customers and increase the prospective profits of the firm.
The past researches have not yet built a complete systemic structure based on logical analysis for the innovation of business models; hence, this research is based on the theory of “Business Models”, employing the model claimed by Osterwalder as the structure of research to discuss the conversion and systemic procedures of the innovation of business models.
With qualitative research method, the current study selects Lion Travel as the subject for research. A series of complete research has conducted in the alterations of phases and major elements of its business model through in-depth interview and data analysis to collect information. The research results have indicated the targeted company has made continual efforts in the innovation of business models, with three stages to go, namely, Informatization, Web 1.0 and Web 2.0, all of which share the same structure of systemic logics. In summation, this study proposes relevant suggestions as reference for the industry and future studies.

並列關鍵字

Business model ； innovation ； travel agency

參考文獻

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